Titular Professors
On the completion of this module students will be able to:
Understand the strategic marketing versus operational marketing.
Make marketing decisions in the context of general management.
Control the elements of the marketing methodology.
Understand the ethical aspects of the marketing process.
Be able to do a Strategic Marketing Plan
Below you can find a tentative schedule subject to change:
Topic 1 Introduction to the Marketing Management
Topic 2 MIS (Marketing Information System)
Topic 3 Frame of Reference (In which market or markets it worth to be?). 1st Strategic Decision
Topic 4 Diagnostic (I) (Classical SWOT vs. Dynamic SWOT, a new way to evaluate where we are)
Topic 5 Diagnostic (II) (Key Performance Factors and Distinctive Competences & Strategic alternatives, how to choose the best one?)
Topic 6 Corporative & Growth Strategies
Topic 7 Segmentation Strategy
Topic 8 Value Proposition: Positioning Strategy
Topic 9 Value Proposition: Brand Strategy
Topic 10 New Strategic Trends
Topic 11 Wrap-up
The learning experience is based on a range of teaching methods that seek to foster your understanding of the marketing function.
The class will draw on lectures that will concentrate on the principle marketing concepts, case studies that you will be required to do outside class time as well as in-class discussions. We will also draw on the vast array of multimedia sources such as videos, podcasts and blogs to supplement written material.
In addition, you will develop a real case.
The course grade will be based on the following point breakdown:
Participation (40%)
Mid-term Examination or Mid-Term Presentation (10%)
SMP (50%)
Recommended Textbook:
Market-driven Management. Jean-Jaques Lambin. Ed.Palgrave Macmillan.
Marketing Management. 13erd edition. Kotler & Keller. Person Prentice Hall.